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A staggering 80% of B2B marketers believe AI (artificial intelligence) will significantly impact the entire industry over the next five years, according to research from Demandbase.

But the report – which surveyed B2B marketers at manager level or higher at companies with 250+ employees – found a discrepancy between enthusiasm for AI and those actively implementing it into their marketing programmes.

Of those surveyed, just over a quarter (26%) are very confident they understand how AI is used in marketing, while only 10% are currently using AI.

The main challenges of implementing AI technology included:

Integrating AI into existing technology (60%)

Training employees (54%)

Difficulty interpreting the results (46%).

The top benefits listed by B2B marketers were:

Better insights into accounts (60%)

More detailed analysis of campaigns (56%)

Identifying prospective customers (53%)

Expediting daily tasks (53%).

Aman Naimat, SVP of technology at Demandbase, said: “As someone who has been studying AI for many years, I’ve recognised the promise of AI and B2B marketing for some time, which makes it really rewarding to see this vision is now shared by senior marketers.

“This data reveals that in order to be successful, marketing leaders need to lead the charge and present opportunities for AI instruction and experience for their teams, to ensure implementing it into their B2B technology stacks is effective.”